Affecting the consumer by reflecting the consumer? : A qualitative study about how diversity and inclusion in sports commercials affect the consumer´s self-concept.
Background: Inclusion and diversity have been a frequently discussed subject within marketing for many years. In particular, marketing communication has to a large extent been criticized to not reflect the reality of society. Commercials present images that reflect and shape cultural norms as well a...
| Main Authors: | , |
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| Format: | Others |
| Language: | English |
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Jönköping University
2021
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| Online Access: | http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-52832 |